Case Study - Black Horse

Black Horse

Introduction

Black Horse is the point of sale motor finance arm of the Lloyds Banking Group. Through a network of dealers they provide finance to enable consumers to purchase a range of items such as cars, caravans, motorcycles.

Black Horse has recently undertaken a major investment in reorganisation and restructuring their product and marketing businesses. The driver for this was to develop better engagement and to provide a more dynamic service to their dealers and ultimately to customers.

Discover

Blackhorse Logo As a provider of finance for lifestyle items such as cars, motorcycles and caravans it is natural that some of the business that Black Horse do is at exhibitions, such as The Boat and Caravan Show at The NEC. This exhibition gives Black Horse the opportunity to speak to customers who either own or are interested in purchasing a caravan or motorhome, and canvass them for their opinions on a variety of subjects including their purchasing reasons and finance options. In the past, their staff would have captured this information using a paper based system. This not only relied on the staff member to record all data accurately and fully, but it also suffered from the problem of subsequent usability. The research would need to be processed with the consequential opportunity for further errors.

Black Horse chose Discover for its ability to improve research quality and quantity, and to trial an exciting new way of capturing customer views using technology which allowed a more interactive engagement with customers visiting the Caravan Show. Discover was adapted to suit Black Horse requirements to survey visitors on the ground at the show and to access this research in real time. The technology behind the product was developed at MSP�s Head Office in Brighton, UK by their own in-house development team. Although the technology can be implemented on platforms such as PDAs, laptop and tablet computers and kiosks, Black Horse chose the iPad version, as recommended by MSP, for its ease of use. This helps improve engagement with the customer as the representative can capture other details required at the same time as capturing the customers� data.

Benefits

Black Horse was able to deploy Discover at The Boat and Caravan Show and because of the real time data capture the product afforded quicker assessment of the research results. Reports could be fed to the Black Horse research team quickly and reliably to allow them to maximise the insight captured. For Black Horse an intelligent, dynamic form was developed which changed the questions displayed to the customer dependent on answers entered. This meant that a much more detailed form could be provided but only relevant parts presented to the customer during the decision making process making the whole engagement more accurate and pleasurable.

Outcomes